In today's world of fast gadgets and fickle consumers, managers at Panasonic Corp (6752.T), the sprawling, and struggling, Japanese electronics manufacturer, still refer to a 250-year business plan their founder wrote between the two world wars.

The 10-generation roadmap exhorted staff to end poverty and make consumer goods as abundant and cheap as tap water - but probably didn't envisage selling millions of TV sets at a loss.

Under a new president, 55-year-old Kazuhiro Tsuga, Panasonic is shaping up for a post-TV future, say company executives and industry analysts.

Inheriting combined losses of more than $15 billion in the past four years and a market value slump of more than 80 percent to below $20 billion, Tsuga has promised to revive Panasonic's fortunes as Japan's consumer electronics industry slips further behind nimbler rivals in South Korea and Taiwan.